Content writing skill lies in the depth of understanding you have in your customers.
The more you understand them, the better your content will be – and the more positive the response.
Observe them, do your research and your diligence will pay off.
As I began to write, I was momentarily distracted by the unbelievably cute Fudge and the many similarities in my thinking. Let me explain.
But first, let me introduce the inspiration for this post: Fudge.
Are you content with your content writing?
We all get excited about special events. A holiday, a party, a wedding, a celebration?
What are you looking forward to right now? For me, it’s my daughter’s holiday next month. Why?
Because while she’s away I will be looking after Fudge, her gorgeously cute, fluffy and sometimes mischievous bunny: for a whole 2 weeks.
I can not wait.
Two weeks in a rabbit’s lifespan must be a long time, I thought.
The first time Fudge came to stay I was conscious of him being away from his human mum. Would he be homesick? I’d better watch him. Closely.
Make him a Happy Bunny
So watch him I did. To make sure he was happy, healthy and well cared for.
As you probably know, rabbits show no expression.
They don’t communicate facially like dogs.
They can’t wag their beautiful white bobtails.
They can’t communicate in the way cats can.
In fact, if a rabbit is suffering it’s difficult to tell. Being a prey animal, they hide their weaknesses from predators in their quest for survival.
In 2 weeks, as I observed his behaviour, I learnt all about Fudge’s habits. Soon I was able to say with confidence that he was happy. Because he showed me.
The bunny happy dance
When Fudge is happy, he runs and jumps in the air, taking a bodily twist before he reaches the ground, usually followed by a scamper at mad speed. It’s called a binky and if you love rabbits it is pure joy to see.
Just before a binky, he pauses in a certain way and you can get prepared for the treat that’s to come.
The importance – and joy – of binkying
When he binkys he gets to stretch his spine, his neck and his hind legs – it’s the best exercise for keeping his bones in good health.
I can hear you thinking a rabbit can’t binky in a hutch and you’d be right. In a hutch, there is no room to move.
(If I was forced to live in one room without the height to stand up, had to spend my life in a seated position and could never stretch my legs, what would that mean to my physical and mental health? It would be torture. And I often think this is what living in a hutch must be like. Only worse. Because I have a choice – and a voice. I can express my discomfort, pain, and am able to request a better environment. Rabbits cannot.)
And back to Fudge. When he stays with me he is my guest. And like a human guest – or a customer – I want him to be happy.
What has Fudge to do with content writing? It’s all about customers.
Who are your customers? Are they content?
As a copywriter, I start by asking my clients what they wish to achieve for their customers.
Observing Fudge reminds me how important it is to learn about clients and their customers.
Only by deeply understanding their wants and their needs can we give customers what they want:
- The solution to the problem our products and services will give them
- The peace of mind they’re looking for
- A dream holiday, car, job, home or celebration.
For Fudge that means the safe, healthy and happy life every bunny deserves (a life that sadly 70% miss out on).
In a way it’s similar to the way people see our content when they visit our websites.
We can’t see their faces and understand their expression so we have to find ways to observe their behaviour.
We have to measure the visits they make to our websites and to understand exactly what they’re looking for. Our content writing matters if we are to encourage people to return and eventually buy from us.
We have to help them to buy
While we are looking at the metrics, we are comparing them to our knowledge of our customers. Our personas. Is our content attracting our ideal customers and are they buying from us?
How much do we know about our prospective customers?
Do we know enough about them? What can we do to find out more about them?
Can you answer these questions about your customers?
- Are they convinced they are receiving a better service from us than they would from our competitors?
- How much attention do we pay to meeting their needs?
- How are they making their buying decisions?
- What is going on in their lives to cause a decision to buy?
- How will they be persuaded and if not now, in the future?
- What are their motivations?
- Why might they resist?
- Are they receiving enough relevant information for them to make a decision to choose us?
Look after your customers
Make them know ‘somebunny’ loves them.
Dangle them a big, fat, juicy carrot they won’t resist.
Delight your customers and get them binkying all the way to your business.
By simply knowing what they want and writing about it.
Share your thoughts in the comments.
Get in touch
If you have any questions, contact me. It will be great to hear from you.